BOOSTING YOUR BUSINESS
Making the Most of Working With a Marketing Firm
By Jill Odom
THERE’S NO SET COMPANY SIZE OR TIMELINE AS TO WHEN engaging a marketing firm can benefit your lawn or landscape business. Yet sooner or later, the question of “Do we hire an agency or bring someone in- house?” will arise.
Technology is driving rapid changes in marketing - especially when it comes to digital marketing. Depending on your situation, working with a marketing firm can be helpful if your team doesn’t have the time or specialized expertise in particular areas. No matter why you decide to work with a firm, the key is to select the right fit for your operations.
Photo: Oasis Tree & Turf
WHAT DO MARKETING FIRMS OFFER If you have an in-house marketing team, you might see hiring an outside firm as unnecessary, but plenty of landscape companies opt to use both channels. Laura Mullin, marketing director for Mullin, based in St. Rose, Louisi- ana, says they decided to work with a firm when they wanted to add some
professional videos to set them apart from others. “We needed someone in the land- scape industry that understood our end goal plus attention to detail,” Mullin says. “They were also able to get a ton of footage in a short amount of time.” Robyn Schmitz, owner and CEO of
High Prairie Landscape Group, LLC, based in Edwardsville, Kansas, says she opted to hire a marketing firm to help them pursue their growth goals and free up her time to cultivate the talents of her team.
Meanwhile, Jamie Storrs, VP of mar- keting with Chenmark, based in Port- land, Maine, says due to the seasonal nature of the business, they decided hiring an agency would allow them to
lower their retainer in the offseason when the workload was lighter. The agency handles paid search, SEO, web design, graphic design, and paid and organic search for Chenmark. “There’s so much to learn and know in marketing,” says Rob Reindl, El Con- quistador of Oasis Tree & Turf, based in Loveland, Ohio. “I think it’s inevitable to need to find a marketing company that can help you solve all those questions.” He says they sought out a marketing firm back in 2014 when he decided he wanted to start blogging and the web- site needed a makeover. Reindl says he wanted blog content that would answer people’s questions. “The great thing is that they’re doing the research for us; they’re finding out what questions people are asking,” Reindl says. “You either need to have probably a few people on your staff dedicated to doing this type of work or you need to hire a company that does it.”
Adam Zellner, vice president of sales
26 The Edge //January/February 2023
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